The latest insights and innovations from the world of marketing. Includes analysis of the decision by cosmetics brand Lush to vacate social media, examines why playing it safe is not the safe option, and test-drives the latest automated writing tool.
Consumers are asking more questions online than ever before. But how do you provide the right answers? Jon Buss, Managing Director at Yext, explores the world of natural language processing and how it can be used to attract visitors to your website – and keep them there.
AI, machine learning and “propensity modelling” are already showing their potential, says Phillip Othen, Senior Writer at Lead Monitor. He should know: one of his colleagues is a “robo-journalist” filing 50 articles-a-week.
Advertisers are tripping over themselves to grasp the opportunity that AI and machine learning offer. But do they know what they’re doing? Rob Bennett, CEO at rehab, gives his verdict on the future of AI in advertising and how forward-thinking companies are using AI to improve engagement with customers.
The most successful content marketers stay on their toes. They understand that trends shift, consumers change, and tried-and-tested techniques become old-and-tired before you know it. In order to better understand what’s working and what’s not, Dr Tom Wilson, CTO at CONCURED, argues that AI-powered analysis will provide the most accurate insights to ensure your content strategy remains on point.
Artificial intelligence (AI) enhances an online retailer’s ability to engage with customers, says Peter Thomas. The technology that is now redefining retail enables algorithms to make the same complex decisions a human could, sifting through the data, but much faster and at volume. It means the customer experience (CX) becomes more tailored and personalised; the customer journey more comfortable. When used well, the tech helps both retailer and consumer.
Is your website easy to use? Can potential customers find what they want quickly enough? How effectively can they navigate around the site? A poor user experience (UX) can negatively impact overall customer experience, so it makes sense to check that your website provides an effective UX. Andy Clowes shows how businesses can optimise the design of digital offerings based on customer requirements to improve profits overall.
Is it the beginning of the end for humans when it comes to the sales role – could a robot really become the new rep? Sunny Paris looks at the role automation will play in the sales industry and discusses how artificial intelligence and perhaps AI robots can impact sales professionals.
In 2017, May 10 was declared the annual ‘Chinese Brands Day’ as the Chinese government, keen to build the country’s influence internationally, looked to help promote ‘Made In China’ brands. Here, Doreen Wang gives her thoughts on the impact of the initiative just after its first anniversary and looks at how Chinese brands focus on growth.
Keeping data clean is at the core of compliance and competitiveness, says Stuart Huke. And the professionals who are focused on data quality are now at the top table of businesses across the UK and Europe – thanks to the GDPR spotlight.